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Consumer Behaviour and Marketing Strategy
Subject area: Management and Commerce · Area of research: Marketing and consumer behaviour
Abstract
Understanding customer behaviour has become crucial for developing successful marketing strategies in a market that is becoming more dynamic and competitive. The complex interplay between strategic marketing objectives and consumer decision-making processes is examined in this study. Based on psychological, social, cultural, and economic considerations, the study looks at how marketing strategies influence and are influenced by customer preferences, attitudes, and behaviours. The study combines current developments in digital marketing, such as social media influence, ethical branding, and personalisation, with well-known theoretical frameworks like Maslow's Hierarchy of Needs and the Theory of Planned Behaviour. Primary data from consumer surveys and interviews are supplemented by secondary data from market reports and scholarly literature through the use of a mixed-methods methodology. The results show that digital interaction, emotional connection, and tailored marketing greatly increase customer trust. . For marketers looking to create consumer-centric strategies that suit changing preferences and boost customer happiness and corporate performance, this study offers practical insights.
References
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How to cite this paper
@article{1708957,
author = {Abhishek Kumar},
title = {Consumer Behaviour and Marketing Strategy},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {12},
pages = {397-405},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708957.pdf},
abstract = {Understanding customer behaviour has become crucial for developing successful marketing strategies in a market that is becoming more dynamic and competitive. The complex interplay between strategic marketing objectives and consumer decision-making processes is examined in this study. Based on psychological, social, cultural, and economic considerations, the study looks at how marketing strategies influence and are influenced by customer preferences, attitudes, and behaviours. The study combines current developments in digital marketing, such as social media influence, ethical branding, and personalisation, with well-known theoretical frameworks like Maslow's Hierarchy of Needs and the Theory of Planned Behaviour. Primary data from consumer surveys and interviews are supplemented by secondary data from market reports and scholarly literature through the use of a mixed-methods methodology. The results show that digital interaction, emotional connection, and tailored marketing greatly increase customer trust. . For marketers looking to create consumer-centric strategies that suit changing preferences and boost customer happiness and corporate performance, this study offers practical insights.},
month = {June},
}